Look at the results with a fresh set of eyes, frequently bringing new insights to the existing data.
Scramble the data: take the same raw data set, put it through different statistical methods that can bring new learning, without spending more money on data collection.
Get your whole team speaking the same language: facilitate cross-functional team meetings to ensure a shared vision and common terms.
Conduct remote ethnography among your identified segment targets to get a richer understanding of their motivations, attractions, reachability, etc.
Psychological interviewing, helps to understand the emotional, cultural, conscious and rational.
Therefore, we always start with a Need Based Segmentation.
We still gather all of the critical information to be able to develop “Other Segmentation” schemes if desired, however our proven methods have shown starting from a Need Based perspective yields the best targeting for our clients.